Gladys Kong is Chief Executive Officer at Azira.
Archaeologists often say that if you want to understand a population, study their movement. That principle holds even more weight today in a hyper-connected world where movement is central to the human experience. With the proliferation of connected devices, the volume of location-based data has exploded.
Yet despite this abundance, many companies treat location data like gold miners—hoping to strike it rich with abundance of data—instead of anthropologists searching for meaningful patterns. The result? An overwhelming flood of data with too little real value.
This problem stems from an industry culture that has long prioritized quantity over quality. When errors or inconsistencies arise, the default solution is often to collect even more data—frequently at the expense of accuracy and ethical integrity. Collecting more data isn’t the answer; better data is.
With economic uncertainty, we’re also seeing significant diversification and disruption in the channels where dollars are flowing. The top five digital platforms (Google, Meta, ByteDance, Amazon and Alibaba) will command more than half of global ad revenue. Retail media will even surpass global TV ad revenue this year.
Because of these shifts, every dollar counts—and having an accurate picture of consumer behavior is more critical than ever. Across the industry, we must prioritize precision over volume, valuing partners who provide quality data, even if it is with lower volume.
Shifting an industry so heavily focused on volume won’t be easy. It will take courage. But it’s essential. Those who embrace this shift will see the rewards: better-performing campaigns, stronger engagement, more accurate decision making and smarter datasets that require less storage and are easier to manage.
This is more than a technical fix—it’s a mindset change. It requires moving from a model of mass extraction to one of careful curation. Like archaeologists, we must implement clear controls on data sources and apply advanced machine learning to extract actionable insights. Done right, this approach delivers more meaningful intelligence while aligning with rising expectations around privacy and the ethical use of sensitive information.
Setting A New Standard For Responsible Data Collection
Improving how we analyze data is only half the challenge. The industry must also raise the bar for ethical data practices. Public trust is eroding, and for good reason. Too many companies have failed to implement adequate safeguards to protect consumer data. Compliance with U.S. federal laws and EU GDPR should be the floor, not the ceiling. We can, and must, do more.
Currently, 20 U.S. states have enacted their own privacy laws, each with distinct provisions. This patchwork makes it difficult for businesses to ensure consistent compliance. The landscape is far from static: New laws are being introduced, and existing ones are frequently amended. The result is mounting complexity that demands a proactive approach.
Four Critical Actions To Advance Data Responsibility
In this regulatory environment, the responsibility falls on the data industry to lead. We must establish and enforce standards that both protect individuals and demonstrate a commitment to responsible innovation. That starts with four critical actions:
Build A Better Data Ecosystem
Managing massive datasets of questionable quality is expensive and inefficient. Working with trusted providers to develop and rigorously test high-quality datasets improves accuracy and supports more ethical use. Smaller, smarter datasets are not only more reliable, but they’re also easier to manage and align better with privacy expectations.
Create Transparent Protocols
Clearly communicate how data is collected, secured and used. Establish robust standards for privacy protections and long-term data stewardship. Because these policies are not static, it’s important that these protocols include active updates and reporting on shifts in data collection, sensitive locations and government oversight.
Increase Accountability
Promote transparency to encourage honest dialogue and differentiate responsible players from those cutting corners. When selecting a data partner, be sure to ask the following questions:
• Are your consent protocols compliant with regulatory requirements?
• How are you actively monitoring to meet evolving federal and state laws?
• What safeguards have you implemented to detect anomalies (such as blocked routes or unnatural movement patterns)?
• What are your processes for filtering, enhancing or flagging unreliable data?
Educate And Build Trust With Key Stakeholders
Traditionally, performance has been measured using backward-looking datasets. The most effective tools today, however, are predictive, offering forward-looking models and estimates. Embracing these tools requires confidence in the data stewards behind them. Trust must be earned through transparency, rigorous model development and robust compliance oversight. Monthly reporting and tools that track regulatory updates can strengthen relationships and demonstrate accountability.
Change won’t happen overnight. The current model, however flawed, has been “good enough” for many. But real progress requires mutual trust, thoughtful experimentation and the courage to raise the bar.
By improving the quality of data and holding the industry to higher ethical standards, we can unlock better business performance and build stronger, more sustainable relationships with consumers. That’s good for business, good for people and good for the future of the marketing industry.
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